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2015 | t. 16, z. 8, cz. 2 Ryzyko w społeczeństwie i gospodarce.Biografie finansowe | 279--293
Tytuł artykułu

E-marketing i marketing w mediach społecznościowych a proces podejmowania decyzji zakupu w gospodarstwach domowych

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Warianty tytułu
E-Marketing and Social Media Marketing in Household Purchase Decision-Making Process
Języki publikacji
PL
Abstrakty
Na przestrzeni ostatniej dekady konsumenci rozpoczęli masową migrację w kierunku rynków cyfrowych, zyskując tym samym łatwiejszy dostęp do informacji o produkcie oraz możliwość jego natychmiastowego kupna bez potrzeby wychodzenia z domu. Zmienia to formę relacji między sprzedawcą a klientem oraz strukturę łańcucha dostaw produktu lub usługi. Internet stał się międzynarodowym medium komunikacyjnym, łamiącym bariery czasowe (możliwość komunikacji 24 godziny na dobę z praktycznie zerowym opóźnieniem) oraz odległości. Medium internetowe otworzyło też nowe horyzonty w dziedzinach marketingu i reklamy [Thomas 1998]. Wyniki badań przeprowadzonych przez Alok Gupta, Bo-chiuan Su oraz Zhiping Walter dowodzą, że ponad 50% konsumentów ma tendencję do przechodzenia z zakupów off-line do on-line niezależnie od rodzaju kategorii produktu użytego w badaniach [Gupta et al. 2004].(fragment tekstu)
EN
In the age of digitalization traditional forms of marketing are slowly being replaced by the categories of e-marketing and with it social media marketing. Use of marketing tools aims at affecting the consumer's purchase decision process. In the following article I am performing a critical-comparative review of the available literature in the subject of relation between e-marketing, social media marketing and household's purchase decision process. The analysis reveals that e-marketing and social media marketing can affect the household's purchase decision making process - directly on the providers (the couple) and indirectly - on children. I also suggest the future research directions along with the possible methodology(original abstract)
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autor
  • Społeczna Akademia Nauk
Bibliografia
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Bibliografia
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